IMG Does GNC Drink Deal

Shadow Beverages and GNC have announced the launch of a new nutritional, ready-to-drink GNC beverage line now available at retail in Arizona and Nevada. IMG Licensing brokered the deal on behalf of GNC.

“We are thrilled to introduce this new nutritional GNC beverage line. Our development team worked closely with Shadow Beverages for nearly a year reviewing hundreds of formulations to ensure the highest quality final products,” says Tom Dowd, executive vice president, chief merchandising officer and general manager, GNC. “Our relationship with Shadow Beverages allows the GNC brand to continue to offer active consumers new products they can trust to help them ‘live well’ beyond GNC’s own retail and online outlets.”

The new GNC line consists of 14 beverages, including XP extreme performance drinks, designed for the experienced athlete, and Active beverages formulated for everyday fitness enthusiasts.

The GNC beverages are currently available through distribution partners Kalil Bottling in Arizona and Nevada Beverage.

“Our partnership with these distributors gives the new GNC beverage line great access to many channels of business,” says George Martinez, president, Shadow Beverages. “Thus far, sales have exceeded our expectations and we couldn’t be more pleased with the level of in-market execution from Kalil Bottling and Nevada Beverages sales teams. We anticipate additional distribution partners to be introduced across many states in the coming months.”

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